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INSIGHTS DURING ISOLATION WITH GEORGE HEATON OF REPRESENT




WHERE ARE YOU RIGHT NOW? & WHAT'S LIFE LIKE?

Manchester, England. Life is weird. It feels like a bank holiday when driving around... Not much is going on, few cars on the road, everything is pretty empty here. Luckily the weather switched just as the government announced lockdown so it's calm and sunny (not hot yet though).

SINCE MOST OF US ARE STUCK AT HOME, WHAT'S YOUR TYPICAL DAY AT HOME LOOKING LIKE AT THE MOMENT?

I stick to my routine. It's quite discipline, but I love it. I worked on this through working weekends and taking them days as normal working days for a long time so this is just like a long weekend to me.
5:20am wake up.
5:40am cardio. Usually 60 minutes. Then breakfast. Read the latest virus updates.
8:00am I go to the office. We're allowed to travel to and from work here, and because my team is all at home I'm isolated in here which I'm thankful for..
9:00am Hit a zoom call with everyone, work out a schedule for the day and let everyone get on with it.
6:00pm I'll go home. I set up a temporary gym with some equipment from my friend's place.
7:00pm I'll listen to podcasts or read a book until
9:00pm and by then I can barely keep my eyes open & the day is done.


WHAT's YOUR FAVOURITE THING TO WATCH AT THE MOMENT?

I don't really watch TV although I was keeping up with the NBA before the season suspended, but I love war movies. Any true stories from WW1, WW2 or even modern warfare.


ANY SUGGESTIONS TO READ? ANY BOOKS OR ONLINE BLOGS?

Book wise: Start with Why, 80-20, Audiobooks are good to use when there's so much time and you can split your concentration.
Online blogs, wow that reminds me of the days when I started Represent. I used to read through The Award Tour over and over, I think that was one of the first 'do it yourself' brands that appeared in the earlier years of the decade.
Podcasts: Easy listening and current affairs; Ben Baller Hardships, Reality and building a business; Andy Frisella, Great guests and story-telling; Ed Mylett, and type George Heaton into the podcast app to hear the shit I've talked.
Fashion information is super crucial to digest daily, especially when the realm is changing so much right now. I subscribe to Business Of Fashion, Drapers and WWD and make sure every article is read daily.


IS THIS CRAZY TIME HELPING OR HINDERING YOUR CREATIVE PROCESS?

Me & Mike are most creative when less distracted, so it's definitely helpful on the design aspect of the business. But with less movement in the business daily I find myself spending too much time on minor things. I'd say it's equal, luckily as a creative you don't need a huge infrastructure of humans / machines to actually put your ideas into motion and create something.

HOW DO YOU THINK THIS SITUATION WILL AFFECT THE FUTURE OF YOUR BRAND & BUSINESS?

I believe the way consumers shop will change forever. I also believe trends will dislocate and the consumer will become much more thorough when purchasing. If you've built a strong presence and a great loyal following you'll succeed past this pandemic. I expect throw-away fashion to take a huge hit. Longevity and sustainability will reign post-covid-19 world.

ANYTHING POSITIVE YOU SEE COMING OUT OF THIS?

Yes, there's positives to be found in all negative situations, and as a creative or business-minded person you should now be conceptualising ideas that will bring you out of this scenario stronger than before. Myself and my core team have been thrashing out how we adapt and strategise to the current situation for the past 7 days straight. Our plans are in place and we're all fully focused on this way of working now. I think planning is essential. Don't sit and wait for this to blow over.

HOW DO YOU SEE THIS AFFECTING THE FUTURE OF THE FASHION INDUSTRY AS WE CURRENTLY KNOW IT?

I think consumers will be heavily focused on online shopping for the foreseeable future. The supply chain will all be hit hard but the end physical store will suffer most, in my opinion. Fashion shows will become AR, events will be streamed without guests, social media will further step up to become the main tool of shopping and the digital world will prevail.

ADVICE TO YOUNGER BRANDS AT THIS TIME?

Focus so far in advance that short term disruptions won't cause you to make decisions that could de-value your brand.

WHAT ADVICE CAN YOU GIVE TO EVERYONE ELSE TO USE IN A TIME LIKE THIS?

Stay in your routine. Stay disciplined. Stay healthy. Stay up to date and enjoy the time alone to understand yourself.

 



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